Clayton Makepeace presents: The Total Package. Business-building secrets for growth-obsessed companies.

September 02, 2010
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Posted by: Daniel Levis
October 7, 2009
Issue #775

The Online Copywriter’s
Most Valuable Resource

In this issue:

  • One of the strangest days of my selling life  …
  • What your prospects silently crave but seldom get – give it to them and the world is your oyster  …
  • One of the biggest reasons copy fails  …
  • How to create truly empathetic marketing  …
  • And more!

Dear Business-Builder,

When I was a green-as-a-head-of-cabbage commission sales rep, I made a startling discovery. My job was to barge in on local industrial, retail, and service businesses and extract a small check for $30 and a signature that meant the local gas utility would deliver their natural gas through my company’s supply contracts.

One day, while driving from one town to the next I came upon a very large building sitting by its lonesome on an almost deserted stretch of highway. I detoured down the lengthy service road to check the size of the meter and piping on the outside of the building. It was HUGE!

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Posted by: Troy White
September 17, 2009
Issue #761

The Easy Way to Boost Sales by 163%

In this issue:

  • The F*@!#N dinner campaign that broke all kind of sales records …

  • Getting a 50% response rate to a one time mailer …

  • How to leverage “the diaper mailer” …

  • And Much More!

Fellow Business-Builder,

A Direct Mail Information Service survey found that 78 percent actually want to get mailings from you. Combine that with your own highly targeted campaigns — ones that make full use of your customer data — and you’ve got a winning combination.

Just to add fuel to the fire:

  • 70% of Generation Y have stated that they respond to print direct mail (vs. 68% Generation X and 61% Boomers) – 2007 Veritas Customer Focus.
  • 90% will open their mail if it looks interesting or intriguing (vs. 84% will open it if it has their name on it) – NOTE: people are more likely to open it if it looks interesting than if it has their name on it – Consumer Attitudes Towards Direct Mail Study.
  • 163% are more likely to buy from a website if they see a printed direct mail piece than if they saw digital e-mail only – 2007 Multichannel Direct Mail Study, comScore Inc.
  • 73% prefer print direct mail for offers and information – only 18% said they prefer e-mail.
  • Those who received a promotional product in a dimensional package responded at a rate that was 57% higher than those who received the same promotional product in an envelope - Baylor University.
  • Response rates for the dimensional package recipients were 75% higher than for the group who received only a sales letter - Baylor University.

People WANT to be intrigued by your mailing piece
– Is regular print cutting it?

Take Knorr’s new launch of a frozen food line. 

First, they know exactly what people typically think of frozen meals – ugh.  Blah.  Not very tasty.  So they used that as part of their campaign. 

Second, they pushed the edge a little – especially when you consider they are quite a traditional company – not exactly ones to push it that far.

They wanted to target a younger audience than they were used to (those less likely to want to spend their time in the kitchen cooking a gourmet dinner). 

But they also wanted to target a 25-35 year old professional women, one who enjoys a glass of wine over dinner. 

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Posted by: Clayton Makepeace
September 4, 2009
Issue #48

Yes, You CAN Build a Super-Profitable Copywriting Business!

  • How big an opportunity is copywriting really?
  • What you must read – frequently – to become a world-class copywriter or copy chief …
  • The toughest job any copywriter has – and how to do it spectacularly …
  • Why smart marketers are beating the bushes for great writers …
  • How to convince a reluctant marketer to give you your first assignment …
  • How to get paid – handsomely to make a name for yourself in this business …
  • And much, MUCH MORE!

Hiya, Business-Builders!

I’ve got super powers.

One of the best things about editing a newsletter is that it gives you some pretty impressive superpowers. Like the ability to turn back time and alter the past.

A while back, when we had, maybe one-tenth as many readers as we do today, the great Robert W. Bly interviewed me to get my thoughts on building a profitable copywriting business. And for this issue, I’m turning back the clock and returning to that interview.

… Kinda.

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Posted by: Clayton Makepeace
August 28, 2009
Issue #31

How to Choose
the Most Powerful Format
For Your Next Direct Mail Promotion

I don’t say it often enough – but THANK YOU, friend!

The greatest rewards of publishing this e-letter each week – by far – are the thousands of kind and complimentary e-mails you’ve sent, thanking us for THE TOTAL PACKAGE.

… And it’s important to me that you know how thankful I am – and that all of us here at THE TOTAL PACKAGE are redoubling our efforts to make this the most value-packed service of its kind – and to help you get bigger winners, more often.

So, enough of the warm fuzzies – let’s get down to making you some moolah …

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Posted by: Troy White
August 13, 2009
Issue #736

The Criss Angel Method
Mind Freaking Your Way To Millions

In this issue:

  • Five steps to creating an unforgettable experience for your clients and prospects.

  • One of the big secrets of leveraging completely unrelated ideas, from completely unrelated industries into your own.

  • The formula for building anticipation for your big launch (or show).

  • A MUST VISIT: an unusual store you need to see for ideas for your next marketing campaign …

  • And much more!

Fellow Business-Builder,

I am always on the lookout for hot up-and-coming trends.

Some of them are not new trends - rather, they are just going through a transformation and re-vitalization. Magic and illusions fit that bill.

Houdini was one of the most widely known illusionists and escape artists in history - and people still know who he was, and what he accomplished. It wasn’t until recently that I have seen a real resurgence of interest in magic, illusions, even the paranormal.

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